An Analysis Of Advertorial In XiaoXiang Morning Herald

Advertorial are full of the newspaper's pages. These soft article were designed to confues the boundary of the news and the advertisement,they make use of news feature to convert advertisement imformation. From the standpoint of communication and conduct, the generation of the advertorial which is indispensable to the crossing interaction of the news,public and the advertisement.The news are in the service of the societal public, which are the observer of the society and the spokesman of the people,but the industry and commerce owners take advantage of the news to disseminate commercial imformaiton only in their own needs and interests rather than thinking about the needs of other people.The advertorial essentially are advertisement which are wearing the news coat. Chinese press are faceing the challenge of the advertorial's overflow. At present,there are a few of the research about the advertorial.Therefore,this thesis consider xiaoxiang morning herald as the example to do the textual analysis,which from the macroscopical aspect to the microscopical aspect by using quantitative analysis and text description methods. The purpose of this research is to find out the effects of the social factors on the advertorial in these newspapaers so as to explore the change and current situation of the advertorial.The analysis samples are the 8 years of the first week in every month from 2001 to 2008. In the first place,this thesis collect and display the data of the newspager's pagecount,news and advertisement sum in order to analyse the growing trend over the years in 2001 to 2008.We can draw a conclusion that the amount of the advetorial is growing rapidly every year.And then the thesis is discussing the changing trend according to different trade cataegories which are the pharmaceuticals industry,the cosmetic industry and the electrical apparatus industry etc. In the second place,the text description analyzes two context cases and discover the skills of advertorial which can confuse reader and disguise their true intentions to do the sale promotion.